Mobile Phone Health Products and Services with Emotional Connections Key to Engaging People in Their Health and Wellness

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Bob Isherwood, Chief Creative Dude, Co-CEO and Founding Partner of i.e. healthcare, was a mHealth Alliance panelist on February 18, 2010 as part of the GSMA Mobile World Congress. http://www.mobileworldcongress.com Given Bob’s previous experience as Worldwide Creative Director at Saatchi & Saatchi, and having co-authored ‘World Changing Ideas’, Bob’s role on the ‘Revenue Streams for mHealth – Exploring the Future Economics of mHealth’ panel was to be the ‘voice of the consumer’. i.e. healthcare in partnership with the UN Foundation's mHealth Alliance, had a Call to Action to the mobile phone and service industry to participate in the UN's Millennium Development Goals #5 and #6 to improve Maternal and New Born Health.

Bob Isherwood, Chief Creative Dude, Co-CEO and Founding Partner of i.e. healthcare, was a mHealth Alliance panelist on February 18, 2010 as part of the GSMA Mobile World Congress. http://www.mobileworldcongress.com Given Bob’s previous experience as Worldwide Creative Director at Saatchi & Saatchi, and having co-authored ‘World Changing Ideas’, Bob’s role on the ‘Revenue Streams for mHealth – Exploring the Future Economics of mHealth’ panel was to be the ‘voice of the consumer’.

In his opening remarks, Bob emphasized: “The mobile phone is an amazing piece of technology and can be a powerful tool for creating innovative engagement. It is critically important to start with the consumer and focus on making emotional connections as health experts and the mobile industry develop software and content addressing health issues. The mobile phone in itself is only a pipeline to people. Focusing on mobile's power to make emotional connections is key to revenue development. If you start with a consumer need and create the emotional connection, the consumer will pull the revenue through for you.”

i.e. healthcare is a strategic partner working with the mHealth Alliance, which is hosted by the United Nations Foundation. David Aylward, Executive Director of the mHealth Alliance said: “One year after the launch of the mHealth Alliance at the February 2009 Mobile World Congress, we are thrilled to be back at the Congress and partnering with the GSM Association to expand discussion of how wireless can help reach global health goals. The marriage of health with wireless is a win-win opportunity for the mobile industry, for health providers, and for everyone who cares about creating healthier communities.” http://www.unfoundation.org/press-center/press-releases/2010/mhealth-alliance-works-in-partnership-gsma.html

During the Panel, David Aylward and Bob Isherwood called on the mobile industry to help solve critical United Nations Millennium Development Goals - #5 and #6 - Improving Maternal and New Born Health. http://www.un.org/millenniumgoals/maternal.shtml . Bob explained: “i.e. healthcare is working with the mHealth Alliance to fill a consumer need that’s real…and real big…improving maternal and newborn health. This problem is worldwide. Right now, we’re trying to help the mHealth Alliance solve it in Africa. Here’s the problem. Pregnancy and childbirth kill more than 536,000 women a year, more than half of them in Africa. Four million kids die before they are 30 days old. These numbers haven’t changed in 10 years. We need to find all the pregnant women and make sure they get the care they need. Services and information delivered by mobile phones can help us do that. The pictures and sound capability of mobile phones can make this medium effective and engaging to improve health outcomes even where there is high illiteracy. We are reaching out to the mobile phone industry today to get involved with us. There is an opportunity for a huge mobile health revenue stream opportunity in the developing and developed world. This is such a huge opportunity to not only do well, but to do good, which of course is one of the great attractions of the mHealth space.”

mHealth is a growing opportunity for the mobile community. "Mobile marketing, which is the practice of mutual value exchange between consumers and organizations, will surely touch nearly every aspect of healthcare in the future," said Michael Becker, North American Managing Director of the international Mobile Marketing Association . "The mobile phone will enable efficient, interactive, communications paths between consumers and their healthcare providers. From appointment reminders to mobile-enhanced treatment regimens and more, the mobile phone and the practice of mobile marketing is an ideal medium for personalized, real-time, interactive engagement. This will be especially true in developing markets where the mobile phone is the primary communication channel." http://mmaglobal.com/news/mma-restructures-better-address-regional-needs-and-ensure-global-scalability

About i.e. healthcare
i.e. stands for innovating engagement – the company’s core value proposition. i.e. healthcare is a group of marketing and healthcare experts who have come together to apply consumer package goods experience to the healthcare space. Engaging people in their health & healthcare is more important than ever. There has been a rapid transformation from a ‘push’ to ‘pull’ relationship as customers have been empowered with new media. We believe there are innovative engagement opportunities for the health & healthcare industries, particularly through the mobile phone, that will improve health outcomes, ROI, and employee productivity. We call it ROE. Return on Engagement. KICK BUTSTM is the 1st clinically trialed, peer reviewed and commercially launched mobile health messaging engine smoking cessation support product that empathetically engages smokers motivated to quit. i.e. healthcare draws on its global consumer engagement experience at Procter & Gamble, Coca-Cola, Samsung and Saatchi & Saatchi. Bob Isherwood is Chief Creative Dude, Co-CEO and a Founding Partner of i.e. healthcare. http://en.wikipedia.org/wiki/Bob_Isherwood i.e. healthcare is headquartered in Nashville, TN with an additional office in Atlanta, GA. For additional information, please visit http://www.iehealthcare.com

i.e. healthcare Media Contact:
Steven Cook
Chief Marketing Officer, Co-CEO
404-606-8284

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